Category: Brewery

Core Brewing & Distillation System Components

Cyndi

The basic components & systems are similar, they both start with some version of grain or neutral grain spirit handling

photo shows a copper still next to mash tanks in a distillery or brewery

By Gerald Dlubala

Whether you choose copper, brass, stainless steel, or another alloy, understanding the details, quirks, and ins and outs of your production systems is critical to running a successful brewery or distillery. A general understanding of the core brewing and distilling components of your craft beverage production facility leads to better-quality, consistently replicated products. That replication and consistency of a quality product help to build customer following and trust.

Core Brewing Components

•     Grain Storage Area: If the beverage producer grows its own grain, storage silos may be needed. If purchased in bulk, a designated grain storage area is required.

•     Grain Mill:  Brewers will need a milling station to mill the grain to fit the recipe required for the beer they are brewing that day. The grain is crushed and sent to the Mash Tun.

•     Mash/Lauter Tun:  Crushed grain gets mixed with hot water and allowed to rest, ensuring the starches are broken down into sugars by the natural enzymes. By controlling temperature and time, the mash and lauter tun convert grain starches into fermentable sugars, which can directly affect your beer’s final body and brewing efficiency. The resulting liquid, or wort, is separated from the mash and spent grain and pumped over to the brewing kettle.

•     Brewing Kettle:  Once the wort is pumped into the brewing kettle, it gets boiled to concentrate flavor, sterilize the liquid, and develop color. The brewing kettle stage is where the beer develops its character, bitterness, taste, and aroma profile through the addition of hops at various times and combinations. Once completed, the flavored wort is sent to a heat exchanger.

•     Heat exchanger:  The hopped wort is sent to a heat exchanger/cooler to cool and take on oxygen in preparation for delivery to the fermentation tanks.

•     Fermentation tanks:  Once in the fermentation tanks, yeast is added to start the magical fermentation process, converting the sugars in the wort mixture to alcohol and CO2.

•     Cooling and Filtration:  After the proper amount of fermentation time and the removal of excess yeast, the beer is chilled in conditioning tanks to mature before moving through the filtration system. Filtration can be minimal or multi-phase, depending on the style and desired finish or polish level the brewer is after. From here, that perfectly brewed beer is ready to be consumed and can be moved to a brite tank to await packaging.

•     Packaging System:  Depending on the choices of the brewer, the beer is ready to be packaged in bottles, cans, or kegs for distribution, retail sales, or taproom sales.

Core Distillery Components

  Distillery systems are like brewing systems in that the distiller has a choice about what the system should look like. Distillers who want to show off the production area may opt for the wow factor of large copper or brass stills, while those with production facilities out of public view may choose stainless steel to help keep costs down. Additionally, although some distillers grow their own grain, most craft distilleries do not. They purchase their grain for crushing or buy neutral grain spirits for their own use.

•     Grain Cookers:  Cookers are needed to cook the grains and turn the starches into sugar to feed the yeast.

•     Fermenters:  Fermenters are the vessels where yeast is added to ferment sugars and produce the first “distiller’s beer” before it heads to the still. The type of still is the distiller’s choice.

•     Pot Still: The pot still is a single large kettle-shaped vessel in which the fermented liquid, or “wash,” is heated. It is the original method of distilling. Pot stills can be customized for optimal performance in distilleries ranging from small craft operations to larger commercial producers.

•     Continuous Column Still: Distilling using a column still can speed up the distillation process. The wash is continuously injected into the column with rising steam, stripping the alcohol, and leaving the undesired, or bad, compounds behind. Column stills require less cleaning while allowing more columns to be added when needed. Repeated distillation in column stills yields more neutral, higher-ABV spirits than pot stilling. Additionally, column stills can offer greater control and consistency in high-volume production facilities.

•     Hybrid Still:  Hybrid stills combine the best qualities of both pot and column stills into a single unit, used for distilling all spirits.

Needs Versus Wants

  Rick Morris is the Owner and President of Brewhaus Distilling Experts in Keller, Texas. Brewhaus is the oldest manufacturer of small-scale distilling equipment and supplies in North America. They manufacture, cut, weld, and test all their systems in-house.

  While Morris hasn’t seen any significant trends in systems over the past 10-15 years, he has some thoughts on systems and what commercial distillers should consider before buying or updating their core production equipment.

  “Multiple smaller systems can be better,” said Morris. “Depending on what a distiller wants to do, I’ve had startups with as little as a one-gallon pot still and then added another and another until they had about eight of them lined up. It’s one way to keep costs down at startup. In general, it can be beneficial to use a couple of smaller systems rather than one large one. Yeah, you’re monitoring two systems instead of one, but redundancy isn’t a bad thing when you consider downtime. If one system breaks or needs to be down for cleaning, you’re not down, just reduced, and that can be huge for a small craft distiller.”

  “We’ve also had distillers use 55- or 85-gallon drums and put multi heads on them”, said Morris. “They cap the heads they don’t need, and as capacity increases, they open those heads up for use. If they only want to use two heads to start, we can set it up for four and cap two. It allows a distiller to scale up when needed. You don’t want to jump into a quarter-million setup on startup if you can avoid it, especially as volatile as the liquor market is right now.”

  Morris says that budget and space requirements always factor in which system components a distiller chooses. “A larger system means more warehouse space,” said Morris. “Typically, the systems we provide craft distillers are basic and not as computerized as larger systems. That means less breaking down. But if, say, a heater goes out, that’s where the idea of two smaller systems can help. Reduced capacity over complete downtime is huge for a small producer.”

a copper still in a distillery

  Morris tells Beverage Master Magazine that frequently potential distillers get caught up in seeing those massive, beautiful copper Vendome systems that run a quarter- to half-million dollars and become obsessed with them. When he sits down and looks at their needs, he can often put together a system for them for under ten thousand dollars.

  “We all like to drool over the copper eye candy, but what is needed is usually not aligned with that vision,” said Morris. “If that money is truly in their budget, that’s great, and they can save the money for when growth occurs. Just don’t jump into the deep end immediately because it looks great behind the tasting room glass. You can buy a 4-inch copper system with copper plates, or a 4-inch stainless column with copper plates, and they will do the exact same thing, function the exact same way, and produce the exact same quality product because you have the same copper in both systems. But wanting everything in copper will be 60-70% more expensive. If you have copper in the vapor path, you are good with either system.”

  Morris says he hasn’t seen a meaningful change in system choice, but they are being tailored specifically to the distillery’s projected needs. “It’s a way to keep costs down upfront,” said Morris. “Is this a full-time distillery or weekends only? How many hours of running time will the system be in use? Get the system you need and maybe get a little larger kettle upfront. That’s a small expense, and you can set it up for a couple of 3-inch systems. Then, scaling up may be as easy as replacing those columns with 4-inch systems. You’re replacing the column but not needing to replace the entire system. Choices like that enable cheaper scaling later. The initial smaller columns can be tuned a little more for smaller volumes, while the larger columns don’t manage smaller volumes as well.”

The Future: More Fads Rather Than Trends

  Morris says that rather than trends, they notice little fads that come and go. Trying to speed up the aging process is a big one because of the cost involved.

  “The product sits in barrels for so long,” said Morris. “You’ve got the barrel cost, the product cost, and the warehouse storage space cost, along with the extended length of time involved. There’s been a lot of movement and potential technology over the years trying to speed up that process. We see things spike as the next wonderful thing, and then six months later, they’re gone. All the different flavor profiling is big as well. The NA market is increasing, but that doesn’t change the distilling process. It’s the same process, separating the bads from the goods.”

  Morris said that the type of brewing or distillation system a craft beverage producer really needs depends on the quantity and type of products being produced, as well as the owners’ future production and expansion plans. The Brewhaus team encourages makers to adopt a system that, instead of being replaced, can be adapted for a fraction of the cost when needed for volume or product expansion.

Bar vs. Restaurant: The Difference is in the Details

Cyndi

What owners need to know when opening a liquor-focused concept

photo of Still Barrel bourbon bar in phoenix az

By Eric Butrull, Knife and Fork Media Group

Across the country, the hospitality industry continues to be a major economic powerhouse. As 2025 came to a close, the National Restaurant Association reported that restaurants alone added 150,000 jobs in 2025, and eating and drinking places added a net 27,200 in December (on a seasonally-adjusted basis, per the Bureau of Labor Statistics).

  Most hospitality personnel — from owners to staff — know that operating a business in this industry is not for the faint of heart. Whether a bar, brewery or distillery, the hours can be long, fast-paced, stressful and exhausting. However, owning and operating a bar or restaurant can also be extremely fulfilling and rewarding.

  Repeat customers of these types of establishments are often extremely loyal, finding solace and a “home away from home” at their favorite neighborhood bar or brewery. But there are some rather distinct differences in owning and operating a food service establishment and a bar, brewery or distillery, where liquor is the focus of sales.

  Dennis Shaw, owner of Phoenix City Grille, a successful restaurant in Phoenix, Arizona, since 1997, and co-founder of the soon-to-be-opened Still & Barrel bourbon bar in Phoenix, Arizona, offers some insight, based on his more than four decades in the hospitality industry, working across restaurant and bar operations, in leadership and ownership positions.

  “A liquor-focused bar is much more about curation, education and experience than volume. With a restaurant, food drives the visit; with a bourbon bar, the spirit selection and the story behind it are the draw,” said Shaw. “Inventory management is more complex, pricing strategy is critical and staff knowledge has to go much deeper. Every bottle has a purpose, and every pour should feel intentional.” Intention is key in any business, of course. However, Shaw notes that when it comes to bar businesses in particular, patience and relationships matter more than anything.

  “Whether it’s securing rare bottles, navigating licensing or building the right team, nothing happens overnight,” he said. “I’ve also learned that guests today want authenticity — they want to know why a bottle is on the shelf and what makes it special.”

  Still & Barrel’s General Manager Cliff Cragg, who has been in the hospitality industry for more than 20 years, echoed those sentiments.

  When it comes to his takeaway while building Still & Barrel, he said: “I have learned that patience and relationships matter more than speed. Building a strong spirits program takes time, trust and consistency. There are no shortcuts.”

  Prior to helping open Still & Barrel, Cragg previously operated a concept where he built the whiskey program from the ground up, which was recognized as one of the top whiskey programs in the United States by the time he left. Over the last few years, he has focused on building and managing spirits-forward beverage programs, barrel selections, and restaurant and bar operations.

  One crucial factor to keep in mind is that today’s customers are knowledgeable and yet thirsty for more. Rather than simply ordering a fine spirit or rare wine, customers want to feel connected — to the establishment, to their experience and to the spirit itself. Providing them with knowledge or history about what the bottle holds can provide value for guests beyond what’s in the glass.

bottle of straight bourbon whiskey from Gallery

  When opening a bar in today’s market, Cragg emphasized the importance of having a clear vision from the start — and remaining disciplined.

  “Understand your costs and invest in your staff,” he said. “A great bottle does not mean much if the service and execution are not there.”

  Knapp followed that advice up with his own: “Educate yourself relentlessly, invest in your staff’s knowledge and understand your market before you buy a single bottle. And be prepared: capital requirements, licensing timelines and inventory costs are often underestimated.”

It is of the utmost importance to ensure proper liquor licensing and air-tight insurance policies. Most knowledgeable, highly credible insurance brokers will advise bar and restaurant owners to work closely with an agent that is well-versed specifically in the language, the inclusions and more importantly, the exclusions that are often written into policies for establishments that serve alcohol.

  One of the key differences that surprised Knapp during the process of opening Still & Barrel is how complex and restrictive liquor licensing and insurance can be, especially when dealing with high-value inventory.

  “People are also surprised by how much capital is tied up on the shelves,” he said. “Some bottles sit for months or years, but they’re essential to the identity of the bar.”

  Knapp encourages new bar owners not to chase trends but rather build a point of view. Upon developing the concept and the inventory for Still & Barrel, for example, Knapp said he largely relied on Cragg’s extensive knowledge of whiskey to build the brand’s inventory around balance — allocated and rare bourbons alongside exceptional everyday pours.

  “We focused on producers with strong heritage, craftsmanship and consistency,” he said. “Some of the bottles we’re most proud of are those that are nearly impossible to find on-premise, paired with staff who can explain why they’re special, not just expensive.”

  This explanation of importance or rarity, rather than price, further adds value to the product being sold and gives more meaning to the drinker.

  For Cragg, that meant building the bar list at Still & Barrel with balance in mind, including approachable pours, premium options and a small number of truly special bottles.

  “The ones I am most proud of are our private barrel selections because we tasted and chose them ourselves,” he said, adding, “They reflect what we actually like to drink.”

  Offering rare and hard-to-find bottles gives a bar an edge. Offering something that not everyone has on their bar list makes it feel exclusive, even if the environment is as casual and welcoming as any other neighborhood bar on the block. Creating the proper connections in order to obtain those special pours is a key part of the business.

  “Sourcing rare bottles is mostly relationship-driven. Allocations are earned through long-term support and trust with distributors and suppliers,” said Cragg. “Private barrels take time, travel and a lot of tasting before the right one is selected.”

  Knapp agreed that long-term distributor relationships, purchase history and trust are essential.

  “Allocations aren’t something you can buy your way into overnight — you earn them over time,” he said. “We stay engaged with distilleries, tastings and industry events, which helps us identify unique opportunities before they hit the broader market.”

  This goes back to the idea of intention.

  “In a liquor-focused concept, the bar is the point, not the support,” Cragg said. “The selection is tighter and more intentional. With fewer options, consistency and attention to detail matter even more than they do in a traditional restaurant.”

  Ultimately, there are nuances with each individual establishment. However, overall success comes with putting hospitality first.

  “Great bars and restaurants aren’t built on menus or bottles alone,” said Knapp. They’re built on people, consistency and attention to detail. If you get those things right, everything else follows.”

  Cragg added, “I have learned that consistency and honesty go a long way. Trends change, but good hospitality, a well-run bar and a team that cares will always matter.”

  Dennis Shaw took ownership of Phoenix City Grille (PCG), continuing the legacy that founder Sheldon Knapp built when he opened the restaurant in 1997, while elevating the guest experience through food, service and beverage programs. Shaw co-owns Still & Barrel with Knapp. He calls the opening a natural extension of that journey—taking everything they have learned at PCG and applying it to a more focused, spirit-driven concept.

  Cliff Cragg is the general manager of Still & Barrel. He has more than 20 years of hospitality experience, previously operating a concept where he built the whiskey program from the ground up, which was recognized as one of the top whiskey programs in the United States by the time he left.

What’s Your Brews Resolution

Cyndi

Another year, another resolution.

two beer mugs clinking together in front of a clock about to turn midnight on New Years Eve

By Hanifa Sekandi

What are your brand’s goals this year? What do you want to achieve? Did you meet your goals last year? When most people think about a New Year’s resolution, they think about personal goals and solutions to improve their lives. Your brand is always looking for fresh solutions. It may be a complete revolution—an overhaul of what once was for something new and inspiring.

  The beauty of this time of year is that it forces everyone to dig a little deeper and think critically about what kind of impact they would like to have. Seeing your brand as a movement, a cultural wave that people desire to be a part of, will allow you to see your consumers authentically. Understanding how your beverage fits in their lifestyle, their personal brand ethos, particularly for those who imbibe mindfully.

  As you draft this year’s creative brief and refine your band guidelines, change your approach. As a team, come together and create a resolution board. A visual tool that will allow you to dream up ways to be an industry disruptor in the best way possible. Think big and be bold. Include places around the world that inspire you, food, culture, fashion, and every facet of life that will help your beverage become more than just another drink, but a lifestyle brand.

  This allows you to see your brand in motion. Perched on a table at a cafe by the beach or poured while dining on a gourmet meal at a high-end restaurant in Paris. While you create this vision, do not think about trends. You are the trend; you are the movement. When you visualize your brand this way, you will not get lost in the race because you will focus on who is running next to you. Also, remember, having a community of other beverage brands is important. Do not compete, disrupt.

The Shift is Possible

  It is easy to believe that, as a brand, you are stuck. The notion that you need to move full steam ahead with the way things are and have always been. Why would you purposely implement a brand shake-up? What about all the time, money, and effort spent on past initiatives? Should you abandon them? Remember, you are always stacking your brand wheel. Even during a brand revolution, you keep elements that have worked for your brand. It is not a complete elimination of everything.

  A good example is when you decide to embark on a wellness journey. Yes, you are shedding parts of yourself, but the good parts remain intact. It also allows the best parts of you to shine. We often hide the best parts of ourselves beneath the things we do not like. Brands do this when they refuse to change. They refuse to make bold moves that, eventually, will prove to be beneficial. Do not change identifying markers that make you unique. Instead, think of ways to take the good and make it impactful.

  So how do you get started? How do you make the shift? Look at your product performance. Review campaigns that had a great ROI. Then analyze areas where you missed the mark. Your answers are always found in the steps you have already made. You do not need to hire an agency or consultant to tell you this. A vision board will help you visualize this. This is a visual anchor to remind you of where you want to be or plan to go in the next 5 to 10 years. If you decide to hire someone to help you bolster this vision, you will avoid those who don’t see it and try to convince you to go in another direction.

  Not all experts are gold stars. Even great advice can be bad advice. So many people had great ideas but then were steered away from them because they trusted someone else’s vision. Your vision was planted in your heart for a reason. So, remain clear and steadfast. Stay the course, like the best of the best who were beverage innovators of their time.

You’re Not Stuck

a chalkboard showing the steps from vision to mission to strategy to action plan

  Once you have decided to make the shift and start devising a plan to make your beverage stand out, do not limit your possibilities. You are never stuck; you are just afraid. People often confuse fear with being stuck. With limited budgets or teams, it can appear this way. Fortunately, we live in a world where communication is at your fingertips. Your entry into the market is made easier, and barriers can be overcome.

  Did you know that the founders of Airbnb first started their business by renting air mattresses to pay their rent? Or that John Schnatter, the founder of Papa John’s, started with rented equipment in a broom closet, his goal was to make enough money to date? You could be the next Ben Weiss, who launched his beverage brand Bai in his basement. His brand was acquired for $ 1.7 billion. When there’s money, there’s a way, of course, but when there is a WILL, there is a way.

  The problem most people face is that they are not running their own race. Competition will always exist. Consumers will always have choices. Spending your time worrying about this will set you back. Look ahead and be thankful that the market exists. Imagine a world where only one beverage existed. Only one flavor by one brand. Life would be quite boring. Like nature, a forest full of trees is a forest full of trees, each with a unique story and distinct markings. Your beverage is a tree in that forest, and the people going on a hike through it will see you. They want to know what your story is and how you contribute to the beverage ecosystem.

Start the Beverage Revolution

the people's brew and beer revolusion poster

  It is exciting to think that there is a founder somewhere crafting a new beverage idea from their kitchen. It is exciting to know that there are beverage brands that are bold enough to try something new, to be the rebels of the beverage industry. What do you have to lose? There is so much to gain if you approach this with a fearless mindset. There are so many reasons why you should not start. If you ever ask someone in the beverage industry, they will often tell you all the reasons why it is a bad idea.

  Isn’t it funny that someone who is doing something you desire deters you? You can see this as an opportunity to propel yourself forward into the unknown and write your own beverage brand story or give up. Look back and realize the what ifs you had control of.

What if you tried? What if you did things a little differently? What if their story is not your own?

  No one will know unless you try. What is in a world-class beverage brand is the person who believed in their product. That never doubted that theirs is nothing like the others, just one sip, taste buds enlivened, and an industry transformed by you and your beverage.

Minding Your Beverage Business Mantra

Cyndi

The power of manifestation through positive affirmation

human head with a symbol of bright light and intersecting curves and shapes

By Raj Tulshan, Founder & Managing Partner, Loan Mantra

New year, new you! A new year brings the opportunity for a business refresh and positive change. Many Americans turn the calendar and plan New Year’s resolutions as rite of passage each year.  But planning and keeping these resolutions is often easier said than done. However, a Quickbooks survey indicates that business owners may carry higher levels of ambition than those with no entrepreneurial interest. Business owners are more likely to make (and stick to) financial goals than the average consumer—65% say they tend to keep their financial resolutions.1 

  Interestingly, new data also shows that what’s on the mind of business owners in 2026 is different than in year’s past. New Year’s Resolutions made for 2026 reveal notable shifts in how business owners view the current business climate and what priorities matter when compared to resolutions that were made in previous years.

  Prior to 2026, we see resolutions centered on increasing sales, improving marketing efforts, cutting costs and boosting efficiency. In contrast, 2026 New Year’s Resolutions are more future focused with long-term thinking in mind. Goals for 2026 focus on building financial resilience, accelerating adoption of smart tools and technology, strengthening digital presence, sustainability and investing in workplace culture and people says findings from a Bank of America Study. The research further reveals that 74% of small and midsize business owners anticipate revenue growth in 2026 with over half, (60%) planning to expand their operations.2 

  So, what is the key takeaway? A renewed focus on the positive in the business landscape.

A Positive Focus

  Focusing on the positive, re-enforcing and repeating positive statements, or affirmations can have a powerful effect. Studies indicate that affirmative self-talk can re-wire critical neurotransmitters that fuse connections together in the brain. Writing down these affirmations further engages the reward and self-processing areas of the mind, enhancing concentration, improving performance under stress. Positive affirmations don’t just feel good—there’s research to back up their many benefits. Whether it’s improving mental well-being, shaping attention toward success-oriented actions, or aligning with a deeper purpose, the benefits are real and the impact is measurable.

A Mindful Purpose

  Developing a mantra is one way to use positively focused affirmations with intention. The word mantra originated in India and was derived from combining the Sanskrit, root word man- “to think” and -tra meaning, “tool”, together to mean “instrument of thought” or tool for the mind. Hinduism, Buddhism and Jainism use mantras as part of sacred ancient practices to harness spiritual power and alter consciousness. Sikhism, Zoroastrianism, Islam and Christianity also use a similar idea of repeating words, either a prayer or phrase to bring enlightenment or as way to worship.

  In the secular space, mantras serve a variety of functions and are especially popular as aids to help mindfulness, deepen concentration and increase awareness. In business, a mantra is a future-focused statement that defines your business as you want it to be. Clarity of your business purpose is not only important to business owners, employees, and shareholders, but clients and potential customers too. Research by McKinsey shows that 82% of respondents say purpose statements are important in business, and 72% believe purpose should outweigh profit.3

  Mantras help shape what we notice and focus on collectively in a positive direction. Psychologists call this confirmation bias. This means your brain starts noticing and signaling opportunities that align with your desired outcome. Practicing and repeating mantras helps replace negative thoughts with positive ones, encouraging optimism, resilience, and growth. In a study done with U.S. Veterans, mantra repetition was associated with greater reductions in post-traumatic stress disorder (PTSD) symptoms and anger and helped improve mental health.

Team Alignment for Successful Outcomes

  Mantras are part of our company culture and belief systems – so much so, that we use this practice daily. We are convinced of the power of positive suggestion and manifestation, which have made a big impact on our growth. When creating our mantra, we wanted to convey how our human expertise, secure technology, and painless platform allow borrowers, lenders, and partners to fund loans easily and efficiently anytime and anywhere. With this in mind, we created the mantra: Democratized lending for all.

  Business owners and leaders are discovering the performance secrets that elite athletes already know.5 Intentional thoughts or minding your mantra, repetition, and focusing on the desired outcome can help manifest your dreams in personal and professional life, leading you on the road to victory and long-term value.

How to Create Your Own business Mantra

  Ready to develop a business mantra that reflects your company? The first step is to write a few short powerful phrases that capture the essence of your business. Ask yourself (and maybe grab partners, customers or associates to help) — why does your business exist, who do you serve, what sets you apart and what feeling you deliver. Think beyond the obvious answers. To create a compelling business mantra, follow these steps:

1.  Craft Short, Powerful Phrases:  Begin by capturing the essence of your business in just 2-5 words. Reflect on your core purpose, the audience you serve, and the impact you wish to make. Keep in mind that a mantra is more than a tagline—it’s an expression of your business’s truth.

2.  Clarify Your Why: Articulate the true impact of your business in 1-2 concise sentences. For instance, you might say, “We help small businesses feel confident managing their finances.” This step requires you to dig deep into the real reason your business exists and the difference it makes.

3.  Define Your Audience and Impact: Specify who your audience is and what you offer them. Consider the transformation or change your brand brings to your customers. An example statement could be, “We turn confusion into clarity.” This ensures that your mantra is aligned with the needs and experiences of your audience.

4. Describe Your Actions:

     Use strong, active language to describe what your business does. Choose words that are bold and human. Examples of action-oriented phrases include Inspire Confidence, Simplify Growth, or Empower Every Client. These should reflect the dynamic actions your business takes to achieve its goals.

5.  Choose the True Mantra: Gather feedback from your team or customers to ensure your chosen mantra resonates well with them and aligns with your brand values. This collaborative step helps in fine-tuning your mantra to reflect the collective vision of your business.

6. Test, Trial and Use Your Mantra: Say your mantra aloud to confirm it energizes and motivates you. Integrate it into your internal materials and use it as a guide in decision-making processes. Consistently reinforce it within your company culture and marketing efforts to ensure it becomes an integral part of your business identity.

  For more information contact Raj Tulshan the author, visit loanmantra.com or https://www.linkedin.com/in/tulshan/.

Sources:

1.    QuickBooks. “Entrepreneurship in 2025: The Trends and Insights You Need to Know | QuickBooks.” Intuit.com, 17 Dec. 2024, quickbooks.intuit.com/r/small-business-data/entrepreneurship-in-2025/#resolutions. Accessed 20 Nov. 2025.

2.   “BofA Report: 74% of Small and Mid-Sized Business Owners Expect Revenue to Increase in the next Year.” Bank of America, 2025, newsroom.bankofamerica.com/content/newsroom/press-releases/2025/11/bofa-report–74–of-small-and-mid-sized-business-owners-expect-r.html. Accessed 20 Nov. 2025.

3.   Mckinsey. “Corporate Purpose: Shifting from Why to How | McKinsey.” Www.mckinsey.com, 22 Apr. 2020, www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/purpose-shifting-from-why-to-how.

4.   Malaktaris A, McLean CL, Mallavarapu S, Herbert MS, Kelsven S, Bormann JE, Lang AJ. Higher frequency of mantram repetition practice is associated with enhanced clinical benefits among United States Veterans with post-traumatic stress disorder. Eur J Psychotraumatol. 2022 Jun 10;13(1):2078564. doi: 10.1080/20008198.2022.2078564. PMID: 35713599; PMCID: PMC9196752.

5.         Hatzigeorgiadis, A., Zourbanos, N., Galanis, E., & Theodorakis, Y. (2011). Self-Talk and Sports Performance: A Meta-Analysis. Perspectives on Psychological Science, 6(4), 348-356. https://doi.org/10.1177/1745691611413136 (Original work published 2011)

The Evolution of Craft Beer 

Cyndi

The craft beer industry was built by people who had been to the promised land and seen the light!

two beer mugs full of beer clinking together and causing beer foam to shoot up out of the mugs

By Erik Lars Myers

That promised land was usually somewhere in Europe, and the light was not all that light. It was a revelatory moment in which a drinker found themselves confronted with beers that were not the light, bland, American-style macro lager they knew at home, but rather beers that were dark, moody, and hoppy. They were beers bursting with flavor and individuality, something that those American beers lacked. Those people returned from their promised land as evangelists, priests of a new order built to spread the gospel of those beers to a new, insulated, naïve market. Craft beer was born.

  The roots of what we learned to see as normal craft beer offerings came through the lens of one book. It is so ubiquitous in the craft beer industry that some older beer veterans have referred to it as “the Bible”. The reverence with which Charlie Papazian’s book The Complete Joy of Homebrewing has been treated, as well as Papazian himself, who recently retired from the Brewers Association, makes it easy to draw a direct line from that book to the development of the modern beer industry.

  Ignore, for a moment, that many professional brewers still brew with the dated knowledge presented in that book: knowledge that still makes great homebrew but is fairly basic for a professional brewery. The recipes presented in the book in the 1970s are the harbingers of the industry’s path to maturation some 15 to 20 years later.

beer glasses full of beer of different colors and glasses different sizes

  By the 1990s, in the first big boom of the craft brewing industry, every brewery in the country worth its salt was putting out the same simple lineup: Golden Ales, Brown Ales, Pale Ales, IPAs, and Porters or Stouts. All the flavors of beer. Breweries with extra tank space might have thrown in the occasional lager, but since money and space were often limited, lagers sometimes fell by the wayside. Invention and innovation in the brewing industry leapt directly from Charlie’s books. He published what was probably the first pumpkin beer recipe. He let us know that honey was a great addition to brown ales, that fruit belonged in dark beers, and that historic styles that no longer existed were cool.

  At the same time, the beer industry itself was working as hard as it possibly could to lower the barrier of entry to open a brewery. As startup brewers were treated like royalty by eager homebrewers, those brewing pioneers began to release books regaling fans with the tales of opening a brewery and all of their mistakes, so that you – the eager reader – would not be doomed to repeat them. It seemed like writing a business book was a prerequisite for owning a nationally-distributed brewery for a decade or so. Ken Grossman (Sierra Nevada), Sam Calagione (Dogfish Head), Jim Koch (Sam Adams), Tony Magee (Lagunitas), Steve Hindy (Brooklyn), Tom Schlafly (Schlafly), and James Watt (Brew Dog) among others have all written books about starting their breweries that, to some degree or other – mostly blatantly – encourage the reader to believe the idea that starting a brewery is an achievable task, even if you don’t know what you’re doing.

  The Brewers’ Association itself followed suit by releasing a book plainly titled “Starting Your Own Brewery”. The first edition was a loosely tied together collection of academic articles and essays that acted as a dry review of boilers and floor sealants of the 1990s, but the second edition was transformed into an easy manual to start a brewery by Dick Cantwell (Elysian, Magnolia). The Siebel Institute of Brewing Technology even went so far as to hold a “How to Start a Brewery” course using that book as a rough textbook. The course did not teach people to make beer or run a business. It taught people how to start a brewery.

man holding glass full of beer in the production room of a brewery

And so, the barrier to entry became the notion that “It’s just so crazy it might work” and the finances to afford the most minimal amount of equipment. Buoyed by an industry (and industry association) that boasted double digit growth numbers for 20+ years, banks were eager to throw loans at anybody who could write a passionate business plan.

  But when those breweries started, they were different than the earlier ones. They were not built by the originators and inventors, the people that had traveled abroad and found new ideas to bring home. They were started by their fans. They were started by eager homebrewers who wanted to do the same thing their heroes did, and when they started breweries, they started homebreweries instead.

  Over the past decade and more, homebrew took a natural step from Charlie Papazian’s creative recipe starts into the concept of Extreme Brewing. You can thank Beer Advocate for it. Though their tame definition, “A beer that pushes the boundaries of brewing” is an easy definition to apply to even, say, the latest trends of non-alcoholic beers and low-cal IPAs, their intent was made clear in their preference for high alcohol offerings and rare, outlandish ingredients that was showcased on their website, and at Beer Advocate’s Extreme Beer Fest.

  In breweries at the time, these extreme beers were fairly uncommon. Dogfish Head’s brewers stood out among their peers as the people who were most likely to throw lobster in the boil kettle, or have their entire staff chew corn to make a traditional chicha, but in homebrew it was an easy step. Ingredients that are off-limits to commercial brewers due to cost, scale, or regulatory reasons pose no impediment to a homebrewer.

  The only thing stopping any homebrewer from making a beer out of 10 lbs of Snickers bars is the cost of 10 lbs of Snickers bars.

  For years, the Brewers’ Association had a mantra based on fear: Quality is the most important thing. The fear was that a potential customer would try craft beer for the first time and it would be terrible and they would never try any craft beer ever again. The idea that a macro American lager drinker would walk into a craft brewery, drink a sub-par IPA, and then give up forever is a myth. Instead, that drinker tried beer again, maybe not that day, but at some point. Everybody drinks craft beer now, macro American lager drinkers.

  For years, craft breweries were not at the mercy of their customer’s tastes, they defined them. Now, the educational period is over.

  When thousands of homebreweries started throughout the country, they brought their recipes with them and taught millions of craft beer fans to love what they made: chock full of lactose, breakfast cereal, candy bars, fruit, and all kinds of sugars. More and more brewers experimented with more and more ways to get hops into beer, because they had been trained by those giant hopheads of yesteryear, and they found the gold mine in New England IPAs.

  Today, our most successful small breweries flourish on a small variation of hazy IPAs, fruited sours, and dessert stouts. Our most successful large breweries cling to the waning popularity of their flagships in a broken distribution system.

  Now, most craft beer fans value alcohol, adjuncts, and adjectives over quality and classic styles.

  And they should. We taught them to.  The only way back to classics is forward through education and inspiration of a whole new set of craft beer fans.

  Erik Lars Myers is an author, brewer, and lover of beer. He strives toward innovation every day while supporting the Southern Beer Economy by using brewing ingredients sourced and grown across the American South.

Stop Playing Safe!

Cyndi

What a frozen herb brand can teach beverage makers about standing out

stop playing it stafe start standing out

By Jake Ahles, Morel Creative

Too often, beverage brands play it safe. Scroll through social feeds or flip through trade publications and you will see the same creative patterns on repeat: a glistening bottle, a slow pour, a moody cocktail in soft window light. It’s beautiful, but predictable.

  And predictability rarely builds momentum.

  That’s why one of the most inspiring campaigns I have seen recently didn’t come from a distillery or brewery — it came from a frozen herb brand.

The Safe Trap

  In the craft beverage world, “good creative” often means “safe creative.” Founders and marketers play by invisible rules meant to fit the category:

•     Use lifestyle photography, not humor.

•     Talk about the process, not the people.

•     Highlight the ingredients, not the impact.

  But safe creative doesn’t drive sales. It preserves comfort.

  When everyone’s following the same playbook, the brands that win are the ones bold enough to break patterns – not by being loud, but by being real.

That’s what Dorot Gardens did. And it is exactly what beverage makers can learn from.

The Dorot Story: From Freezer Aisle to Brand Momentum

  Dorot Gardens makes pre-portioned frozen herbs and vegetables. A category that’s functional, not sexy. A product people love when they try it but often forget exists.

  When our team collaborated on their new campaign, the goal wasn’t to invent a new story — it was to reignite an old one with clarity and energy.

  The concept was simple: “Make a Note to Grab Dorot.”

  Instead of over-romanticizing fresh herbs or focusing on ingredients, we leaned into honesty and self-awareness. The campaign admitted exactly what it was — a reminder. A wink to the shopper who forgets until they’re already in the store.

  The tone was fresh, fun, and confident. The visuals were bright and intentional. Every shot, every tagline, every frame was designed to make you smile and remember.

  The result wasn’t just a clever ad — it became an organizing idea that unified the brand’s story across packaging, digital, retail, and trade.

Why It Worked (and Why Beverage Brands Should Take Note))

  Dorot’s success came down to three core principles that apply just as much to spirits, beer, and RTDs as they do to frozen garlic cubes.

1.    Energy is Contagious:

      When a brand expresses joy and confidence, it changes how people engage with it.

      Too many beverage campaigns feel restrained — technically beautiful, but emotionally flat. Dorot took the opposite route: every frame buzzed with energy.

      That vibrancy doesn’t just appeal to consumers; it gives your sales team and distributor reps something to rally around. It makes people proud to represent the brand.

      Because internal energy translates to external momentum.

2.   Clarity Wins Over Cleverness:

      Dorot’s story was clear enough for anyone — a retail buyer, a merchandiser, a busy parent — to get instantly.

      No over-explaining. No long ingredient lists. Just: Here’s what we do. Here’s why it matters.

      In the beverage world, clarity can be the difference between staying regional and scaling nationally. If your buyer deck or sales call requires explanation after explanation, the story’s not clear enough yet.

      A great brand story can be told in one breath — by anyone, anywhere.

3.   Consistency Builds Belief:

      Every element of Dorot’s campaign worked together: social clips, POS, packaging, and internal sales tools all spoke the same visual and verbal language.

      That consistency built trust – not just with consumers, but with retailers and investors too.

  In the craft beverage world, fragmentation kills belief. When your Instagram looks one way, your sell sheet another, and your distributors are saying something completely different, buyers lose confidence.

  The strongest brands build creative systems, not just campaigns.

Lessons for Craft Beverage Makers

  So, what can beverage brands actually do with this?

Here’s how to translate Dorot’s principles into your own storytelling system:

1.   Audit Your Content for

     Clarity:  Gather your sales materials, brand deck, web copy, and social posts. If someone new to your brand can’t tell what you do, who it’s for, and why it matters within 10 seconds — simplify.

2.   Build a Repeatable Story System:  Create assets that work across sales, trade, and consumer touchpoints. Your content should help distributors pitch you as confidently as your founders do.

3.   Embrace Personality: Humor, wit, and authenticity don’t make you less premium. They make you more human. Dorot leaned into personality — and that made their utility product memorable.

4.  Stop Hiding Behind “Craft”:  Craft isn’t a differentiator anymore. Clarity is. The more your brand story focuses on how you help the buyer or bartender win, the more doors you will open.

What Happens When You Stop Playing It Safe

  After Dorot’s campaign launched, something interesting happened. The creative didn’t just perform well externally — it energized the brand internally.

  Sales teams started using the new content in presentations and follow-ups. Retail partners requested assets for digital displays. Even long-time employees said they finally felt the brand had a clear, confident voice.

  That’s the ripple effect of aligned storytelling: it creates pride, momentum, and market presence.

  And that’s exactly what every craft beverage brand needs right now — in a category that’s more competitive than ever.

From Frozen Herbs to Craft Spirits: The Shared Truth

  At the end of the day, what Dorot proved is the same truth that drives every successful brand:

  Clarity and consistency are not creative constraints. They’re competitive advantages.

  Whether you’re selling gin, hard kombucha, or frozen herbs, the brands that grow are the ones that know who they are, what they stand for, and how to say it — repeatedly.

  Because when you stop playing it safe and start showing up with clarity and confidence, you stop asking for space. You start earning it!

  Jake Ahles is the founder of Morel Creative, a visual strategy studio helping purpose-driven beverage brands build storytelling systems that scale. Feel free to contact Jake: jake@wearemorel.com

Cleaning & Sanitation Essentials

Cyndi

Protecting quality, compliance and consumer trust

person in hazard suit and rubber boots spraying down a distillery production facility floor

By Alyssa L. Ochs

In today’s modern breweries and distilleries, cleaning and sanitation aren’t just afterthoughts or background busy work. These essential tasks are core functions that directly shape the quality of your products while ensuring regulatory compliance and upholding your brand’s reputation.

  Regardless of whether you produce just a handful of beers or spirits per year or run an expansive multi-state operation, your approach to cleaning impacts much more than the aesthetics of your facility. Proper cleaning and sanitation in the craft beverage industry affects a product’s flavor, yield, and stability, as well as employee safety, inspection results, and distributor relationships.

  Here’s a deep dive into why cleaning and sanitation matter so much for craft beverage producers and how you can train and equip your staff to establish a business culture with consistently high standards. 

Why Cleaning and Sanitation Are Essential

  Even the most minute contamination can dramatically affect the quality and taste of a beer or spirit. For example, bacteria like Lactobacillus and Pediococcus, as well as yeasts like Brettanomyces, can cause undesirable haziness, sourness, or inconsistent carbonation in beer.

  Meanwhile, residues from oils, fusel compounds and grain mashes can ruin spirits, causing harsh off-notes and lower yields. Biofilms, slimy bacterial communities that adhere to surfaces, are especially problematic and can resist standard cleaning methods if not promptly addressed.

  Sanitizing brewery and distillery equipment is essential to prevent these types of harmful microorganisms from entering finished products. And no, the alcohol content in these products isn’t sufficient to avoid contamination during the initial stages of production.

  When you always keep your equipment clean, you improve its operational efficiency, reduce downtime, and extend its lifespan. Kegs fill easily, heat exchangers maintain optimal thermal transfer and sensors remain accurate, leading to cost savings over time.

  Even just a single, publicly known contamination incident can destroy years of building your business’ reputation. Your customers demand a safe and delicious product, while distributors and retailers expect consistency and professionalism. So essentially, keeping everything clean in-house is a final guarantee behind your label.

Regulatory Standards and Compliance

  Beverage producers must comply with multiple regulatory requirements to continue operating legally, including the FDA’s Current Good Manufacturing Practices (cGMPs). According to 21 CFR Part 117, beverage producers must maintain clean, sanitary equipment and implement pest control programs. All food-contact surfaces must be regularly inspected, and the cleaning water must be potable. Breweries and distilleries must also maintain cleaning records for official review.

  The Alcohol and Tobacco Tax and Trade Bureau (TTB) primarily focuses on production records and tax compliance. However, it also requires beverage production facilities to maintain conditions that prevent contamination. Proof of unsanitary conditions may result in TTB warning letters, suspended operations or delayed approvals for new labels or expansions.

  Your brewery or distillery may also be subject to local and state health regulations, such as wastewater discharge limits and floor drain sanitation standards. Local and state requirements may require you to follow approved chemical lists for cleaning products, maintain water hardness/softness standards and ensure employee hygiene requirements are met.

  Additionally, there are Occupational Safety and Health Administration (OSHA) standards to be aware of while running a craft beverage business. OSHA governs cleaning-related tasks such as chemical handling, personal protective equipment (PPE), eyewash and shower stations, spill control, and confined space entry.

Ensuring Safety with Chemical Hazards  

  Safety is paramount when cleaning and sanitizing a brewery or distillery, as the chemicals used may be aggressive and toxic. For example, caustic soda (sodium hydroxide) can burn the skin and react with aluminum. When not mixed according to the directions, acid cleaners can release harmful vapors into the air.

  If your operation uses peracetic acid, you should know that this strong oxidizer can irritate a worker’s eyes and lungs. Chlorine sanitizers require careful rinsing and ventilation for safe use.

  Anyone who manages these types of chemicals should wear chemical-resistant gloves, goggles or face shields, aprons, and boots. Respirators are even recommended for some handling of cleaning chemicals.

  It’s also essential to store cleaning chemicals properly, such as separating acids and bases and using secondary containment when recommended. All cleaning products should be clearly labeled in their containers and stored in areas with proper ventilation in your facility.

Frequency & Scheduling of Cleaning Tasks

  Although individual owners of craft beverage operations may have their own visions for cleaning and sanitation based on their experiences, there are industry standards to use as starting points.

  For instance, staff members should clean fermenters after every batch using a clean-in-place cycle and sanitize them before subsequent use. For mash and lauter tuns, clean these after every brew, manually scrubbing away grain residues when needed.

  Ensure stills and columns are cleaned after runs and be mindful that copper and stainless-steel containers require different care. Clean bright tanks after every use so they are free of biofilms before packaging. Heat exchangers should also be cleaned after every use, with flow plates cleaned as well.

  For kegs, clean them immediately after emptying because beer stone can form quickly if you delay tending them. Clean packaging lines before and after each run, giving special attention to conveyor belts and crowning or capping heads. Make a point of cleaning walls, floors and drains daily, as these areas can become significant contamination risks if left uncleaned. There’s also the risk of aerobic contamination from wood pores if you don’t clean your barrels regularly.

two people in hazard suits spraying down the production facility of a brewery or distillery

Training Staff and Building a Culture of Clean

  Cleaning and sanitization aren’t necessarily entry-level jobs that just anyone can do. In the craft beverage industry, cleaning tasks require precision and expertise to prevent contamination incidents and produce predictable, high-quality products.

  Your cleaning and sanitation training should cover the various soil types, such as hop resins, protein soils, beer stone, fatty acids, and sugar residues. Matching specific soil types to relevant chemical products can improve cleaning efficiency and reduce waste.

  Your employees should also understand the correct concentration ranges for chemical dosing and how to measure the products accurately. Training should include equipment disassembly and reassembly of gaskets, valves, spray balls, and pumps, ensuring these components are thoroughly cleaned and reassembled correctly.

  During training sessions, you should also plan to cover verification methods beyond visual inspection, such as pH and conductivity checks, ATP testing, and micro-testing for sensitive processes. Lockout and tagout testing are critical for mills, pumps, augers, and automated lines.

  Also important, brewery or distillery cleaning professionals should receive training in record-keeping to maintain consistency and ensure that your facility will pass future inspections.

Cleaning and Sanitation Methods for Craft Beverages

  Various methods are used to clean and sanitize a brewery or distillery. To start, clean-in-place methods automate the cleaning of tanks, lines, and pipes without the hassle of taking them apart. A typical CIP cycle involves a pre-rinse with warm water, an alkaline wash, a possible acid rinse, a final rinse and sanitization with heat or chemicals. CIP methods are efficient and make tasks safer for workers; however, they require proper pump sizing, spray ball design, and chemical balancing.

  Breweries and distilleries also use clean-out-of-place methods for removable items, including fittings, hoses, gaskets, and other small components. COP methods typically involve soaking the pieces in alkaline or acid baths, then scrubbing them by hand and rinsing.

  Fully manual cleaning is still necessary for some beverage production components, such as mash and lauter tuns, floors, drains and other hard-to-reach areas. You can maximize safety with manual processes by using dedicated brushes and color-coded tools.

  Some distilleries use foam cleaning to clean sticky mash spills and sugar residues. Utilizing a foam application, you can apply cleaning agents to large tank exteriors, floors, and walls.

  Meanwhile, steam sanitation helps with the cleaning of barrels and lines. It’s energy-intensive but effective in areas prone to chemical residues. There are also no-rinse sanitizers to explore, such as chlorine dioxide, iodine solutions and peracetic acid. The equipment material, water hardness and contact time will dictate which sanitizer is most appropriate.

How to Choose the Right Chemicals and Materials

  Before comparing specific, commercially available products for cleaning and sanitizing your beverage production area, it’s essential to understand how the basic types of cleaners are useful.

  Alkaline cleaners break down organic soils, hop residues and proteins, making them ideal for kegs, fermenters, and lines. Acid cleaners target mineral scale, beer stone, and milk stone, so they’re helpful as periodic deep cleaners.

  For sanitizing, peracetic acid is fast and effective for low-residue areas. Iodophor is slower acting but gentler on metals. Chlorine is an effective sanitizer, but it can pit stainless steel if misused.

  You can also use surfactants

and detergents to break down biofilm barriers in a brewery or distillery. However, it’s critical to always confirm that the cleaning agent you’re using matches the material, especially for stainless steel, copper, plastics, hoses, and fittings.

  CIP system partners, chemical suppliers, and brewery/distillery-specific consulting services can help you choose the right types of products for your operations if you have questions beyond the basics.

Implementing a Successful Cleaning and Sanitation Program

  As you can see, establishing safe and effective cleaning protocols involves much more than just scribbling down a quick to-do checklist. In today’s competitive breweries and distilleries, cleaning and sanitizing is part of a fully integrated system that covers everything from documented schedules to staff training, safety procedures, proper chemical selection, and continuous improvement based on lessons learned.

  Cleanliness in beer and spirit production goes beyond meeting regulatory requirements and is a core part of responsible, professional craftsmanship. Every product you produce reflects your cleanliness standards and your commitment to your customers. With extra time, attention, and education, you can create a culture of cleanliness that’s not a chore but a pathway to safe, consistent products worthy of your brand’s name.

Evolving Packaging Needs Show No Signs of Abating

Cyndi

A machine’s cost, speed, efficiency, and flexibility are the top considerations when contemplating a purchase.

rows of different spirit and beer bottles in cans and cartons

By Rebecca Marquez, Director of Custom Research, PMMI

Consumer preference drives many of the decisions made by beverage packaging companies. Today’s consumers want additional sizes, flavors, and types of beverages, as well as more sustainable and recyclable packaging options. They also want ready-to-drink and single-serve, smaller-sized packaging, according to the 2025 Beverage Industry Packaging Trends report, from PMMI, The Association for Packaging and Processing Technologies.

  “To continue to fulfill consumer needs, creative and unique packaging being developed today will continue to evolve and will be a focus of development in the future,” says Jorge Izquierdo, PMMI’s vice president, market development. 

  Novel packaging formats require machinery that is up to the challenge. Cost, speed, efficiency, and flexibility are key factors when considering which equipment to buy. So is finding the right supplier — one who will be a true partner far beyond the initial sale, says PMMI’s study. However, the survey revealed that support from suppliers is what many beverage companies feel is currently lacking and could be enhanced.

  The answer to today’s packaging challenges may likely be found in the use of technical integration in the coming years. Even as beverage producers contend with inflation, supply chain disruptions, regulatory compliance, and labor challenges, they must still upgrade existing equipment and acquire new machinery.

  In fact, many U.S. beverage companies anticipate modest to significant increases in machinery investment over the next three years, primarily driven by optimism surrounding company expansion plans, the introduction of new stock keeping units (SKUs)/products, and increased consumer demand.

  Growing consumer demand and interest are also driving the need for more diverse beverage products and packaging sizes, which will prompt a proliferation of packaging formats over the next two to three years, according to PMMI’s research.

  Additionally, the opportunities for co-packers to expand production are contributing to increased investment, as they seek to meet rising demand and support new brands. Beverage manufacturers, as well as co-packers, will need to improve and replace infrastructure to ensure they remain efficient and competitive in an evolving market.

  However, the increase in investments will not be concentrated on a single type of packaging machinery but will be spread across various equipment categories.

  The reasons for these purchases include:

•    Expanding production capacity

•    Enhancing efficiency

•    Increasing flexibility and reducing packaging material

  Not surprisingly, cost is the primary factor when determining what beverage packaging equipment to purchase. This includes the overall price of the machinery, parts, and maintenance. Filling equipment is the most planned purchase, followed by conveying, feeding, and handling equipment, as well as palletizing and load stabilization systems.

  In fact, affordability is a need mentioned by smaller businesses, such as those in the craft beer and spirits industry, with most finding it difficult to invest even on a small scale. They feel that pricing can be a significant barrier to entry for smaller producers, who want to invest in automated machinery. Plus, many craft manufacturers tend to initially focus on practical applications that can help solve real problems on the plant floor.

  Beyond cost, finding the right supplier is equally important for companies of all sizes. In fact, post-sale service and support play a crucial role when selecting a supplier.

Changes in the Offing

  Interview participants identified several factors driving changes in how beverages are packaged and processed. Today, beverage companies are adapting to consumer demand by offering a wider variety of sizes, flavors, and beverage types. As a result, they are working to develop more flexible and creative packaging solutions to enhance consumer interest and drive sales growth.

  PMMI’s research participants also believe the demand for expanded product choices will continue, as consumers seek an even greater variety of drinks and flavors. It’s no longer just beer, wine, soda, and water. Rather, new flavors and types of beverages are proliferating. In addition, consumers will continue to demand more size and format options, driving an increase in new SKUs each year.

  “To meet evolving packaging demands, [survey] participants seek to optimize machinery use by leveraging digital insights and diagnostics for faster, more efficient production,” Izquierdo says. “Downtime directly impacts revenue, making technology-driven troubleshooting a top priority.”

  Beverage industry success depends on innovation and an optimized supply chain, as well as social media- and data-driven marketing strategies, even as market fragmentation complicates the landscape with emerging brands challenging established players, according to research from EY Americas, “Trends in the Beverage Industry: Navigating Change and Innovation.”

  Innovation is crucial for driving new consumer demand, as evidenced by the rise of hard seltzers, the growth of craft beer brands, and ready-to-drink beer alternatives on the alcohol side.

  One of the most significant influences today is the growing emphasis on sustainability and recyclability from both beverage makers and consumers.

  However, current packaging does not always align with consumer expectations, which include the desire to move away from plastics. Nevertheless, rigid plastic remains the most commonly used beverage packaging material today.

  Sustainability continues to hold promise for craft beer and spirits producers seeking to boost efficiency and profitability. Still, priorities are shifting as these companies attempt to balance environmental mandates with cost and operational necessities.

  One threat to the craft beer and spirits industry is the way consumers are changing their view about the consumption of alcohol. A 2024 Gallup survey revealed that 45% of Americans believe moderate drinking is detrimental to their health, with participation in initiatives like “Dry January” rising significantly.

  To take a more in-depth look at today’s evolving packaging industry, download PMMI’s 2025 State of the Industry report as well as PMMI’s 2025 Beverage Industry Packaging Trends study.

Fast-track Your

Packaging Projects

  Packaging and processing professionals who want to maximize their return on investment (ROI) and fast-track projects should attend PACK EXPO East 2026.

  The most comprehensive packaging and processing event in the Northeast and Mid-Atlantic in 2026 will feature more than 500 exhibitors, spread out over 125,000 net square feet of exhibit space in Philadelphia’s Pennsylvania Convention Center on Feb. 17–19, 2026.

  With an easy-to-access location convenient to much of the eastern United States, PACK EXPO East allows teams to attend together for maximum ROI. In fact, the show offers numerous opportunities for networking with fellow team members, peers, industry experts, and personnel from established suppliers and prospective vendors.

  Offering solutions for more than 40 vertical markets, the show provides in-person interaction with machines, materials, and other products related to packaging and processing. It also features free educational sessions on the show floor, covering best practices, industry trends, new technology, and key concerns, such as sustainability, artificial intelligence, productivity improvement, automation, and workforce development.

  The event is big enough to provide attendees with all the solutions they need, but intimate enough for productive, face-to-face conversations with exhibitors to learn how their innovations can solve some of today’s most challenging manufacturing issues.

  Register today for PACK EXPO East. Early registration costs $30; after Jan. 23, 2026, the price increases to $130. 

A Touch of Beverage Cheer

Cyndi

People are ready to celebrate but also take a moment to relax, reflect, and reset.

two people with their feet up in front of a fire each holding a cocktail

By Hanifa Sekandi

It’s time to get cozy again. Warm blankets, knit sweaters, flannel pyjamas, and a beverage to complement the mood. Luckily, there are boundless occasions to get people into the winter cheer spirit, from Thanksgiving and Christmas to Valentine’s Day and all the other memorable holidays in between.

  This time of requires a dynamic marketing strategy. It also demands creativity and stamina due to the continuous festivities. Christmas is just on the heels of Thanksgiving, and before you know it, it’s time to paint that town red and pink for a month dedicated to love. One thing is certain: people desire to be inspired. A brand that hits this mark will see the benefits not just during the winter months but as we segue into the spring and summer months.

  The main goal for every beverage brand should be to build a community, an ethos that magnifies togetherness. What does this really mean? It means that a brand aims to meet desires; nothing less and nothing more. Stay in your domain and refrain from interjecting personal conjectures into your marketing campaigns.

  It is not about what you think or what you believe, but rather about what truly exists—the authentic qualities, unique experiences, and genuine moments that your beverage brings to the table. This “what IS” refers to the essence of your product, whether it is the comforting warmth of a seasonal whiskey or brew, the nostalgia evoked by a festive mulled wine, or the sense of togetherness fostered by sharing a winter-themed cocktail. These real and tangible attributes are what your audience will connect to, inspiring them to seek out your beverage.

  There is no better time to redeem yourself than the array of festivities that happen during the winter months. People are mostly in a festive and forgiving mood. Summer campaigns often struggle to make a significant impact, largely because there are fewer major holidays to serve as focal points for promotional activity. With limited occasions such as the likes of 4th of July or Labor Day, marketers have fewer opportunities to create themed promotions that resonate with audiences. As a result, these campaigns can sometimes lack the festive energy found in winter, making it more challenging to engage consumers and boost sales.

Marketing strategies during this time require innovative thinking and strategic planning. Luckily, in winter, brands get a break as marketing becomes easier for marketers.

Holiday Marketing – The Hero

  Seasoned brands understand this quite well. You’ll see them put more resources into winter marketing campaigns, with an emphasis on cheer and festivity. Starbucks’ recent Bearista Cup is an example of what a marketing campaign can do for a brand that may have lost favor or experienced a lull. Let’s be honest, the once gold-star beverage chain is no longer in its golden era. There are a multitude of reasons for this. As you can see, the Bearista Cup frenzy has breathed new life back into this brand. A campaign that had patrons line up before store opening hours just to purchase a winter-exclusive product.

  What is your winter exclusive product or beverage? What will have your customers lining up, wanting to get just a little bit of your company’s winter cheer? Is it winter magic or simply great marketing minds understanding the behaviour of buyers during this season? McDonald’s has another great winter campaign, the Grinch-themed meals. This may represent one of several winter campaign launches; nonetheless, it constitutes a strong initial effort. What is The Grinch synonymous with? Christmas. The grumpy, green-furred hero of the holiday season, who people both love and hate, but seems to put a touch of cheer in everyone.

  What is your marketing hero? You can either reference pop culture or other traditional themes that symbolize the season. Doing so allows you to draw upon familiarity and emotion. It is easy to sell something people already love. A moment, a film, a core event, anything that represents what they seek when entertaining during the winter months. As you know, home decor is the pinnacle of winter moments. The moment begins at home, influencing buying decisions as shoppers browse the aisles at their local store. How can you add to the moment?

All About Moments

  Help your audience capture moments. Every marketer is scouring the internet looking for what’s trendy. Why don’t you create the trend? By now, your brand should have in-house content creators, individuals who create content exclusively for your brand. For example, Advent calendars are quite popular. Have you considered doing an Advent daily reveal with mini versions of your beverage to your audience? A nice touch would be to add a familiar Christmas theme song that plays through the campaign. The 12 Days of Christmas is an excellent song. It is classic, familiar, and much-loved. Do you have an extensive product line of beverages? Better yet, what’s your holiday exclusive beverage?

  Ideally, conceptualize your winter campaigns in the summer. Right after Thanksgiving, you should debut your winter launches. Of course, you can get a head start in mid-November. Understandability influencers make influencing easy, so brands think they can just wing it and do something ad hoc. Anyone in influencer marketing will tell you that they also must plan accordingly for each season. As a brand with multiple parts to move, you need to ensure the strategy execution phase runs seamlessly. The marketing world has changed significantly. Viral moments and trends have brands scrambling at times. Did you know that many viral or trendy marketing moments didn’t just happen, they were meticulously planned, sometimes for days or other times over weeks and months?

  The most essential elements are execution and consistency. Beverages do not necessarily grab the viewers’ attention immediately. But the more they see it, with a great visual story behind it, they will not forget about it.

Mini Commercial Cheer

  Spend a little. Yes, you. Your commercial may not make it to the big screen or a Super Bowl slot, but you have other vertical options to place it in. Social media is a mini commercial friend, let’s call it the mini-commercial – it’s small but mighty. If you don’t have the paid version of YouTube or Amazon Prime, for example, you may have noticed not just ads but mini commercials.

  This could be your beverage brand showing its beverage cheer all winter. The beauty of a mini-commercial campaign is that it can be a series of videos that tell a story. It is also a fantastic way to spend your budget. If your videos are timeless and perform well, you can reuse them the following year in addition to new mini commercials, as many legacy brands often use for traditional advertising.

  When creating your mini-commercial, avoid making it look like an outright advertisement. Think about your favorite holiday ads or ads in general that are memorable. Coca-Cola has great classic holiday ads to reference that tell a story with product placement. The idea is that your product is there, but it is just part of life, part of the scene you are capturing. It is subliminal marketing at its finest. After seeing your campaign, people should feel compelled to look up your brand and product. From here, they are more likely to purchase your product when they see it, recommend it, and, in turn, become loyal customers.

Storytelling Is Timeless

  As you transition into January, this will help you stay relevant. Perhaps parody commercials that highlight New Year’s resolutions, where people reach for your non-alcoholic or low-sugar RTD beverage after imbibing on other beverages from your product line all December. A time to give that pumpkin-spiced calorie-packed ale a rest! Be creative, look at your beverage from a storytelling perspective. Just two or three useful product images aren’t enough; consider how far your brand can go with visual storytelling.

  A touch of beverage cheer may open doors to a spring campaign that is in full bloom, allowing you to dive into your marketing. Your audience will begin to anticipate what is next. And you show that you care about the product that you have invested a significant amount of time to tell a story worth listening to. You value them and their decision to join you on a beverage journey, with cheers to go around!

Holiday Spirit Inspiration

Cyndi

Close out 2025 & hot sip tips for 2026!

snowman man in santa hat sitting in hot tub while snowing and holding a cocktail glass

By Christiaan Röllich

The December holidays are here, and that means everyone is in the festive spirit. As the year closes out and a bright new one begins, craft breweries and distilleries have the unique opportunity to tailor their beverage menus to the holidays and to get a jump start on new 2026 trends.

  Christiaan Röllich, aka “The Bar Chef,” is particularly experienced in creating cocktails that bridge the gap — or perhaps blur the line — between the kitchen and the bar. Doing so during the holidays, or any time of year, allows guests to enjoy a taste of the season — whether in the glass or on the plate.

  “For me, it’s more than just making something that feels like a holiday cocktail,” said Röllich, who serves up incredible cocktails for Hush Public House, a neighborhood hidden gem in Scottsdale, Arizona. “Usually, I start with what’s in season — fruits, herbs and veggies that naturally fit the time of year. I also think about what people are eating and drinking around the holidays and how I can reimagine that in a cocktail.”

  He reminds cocktail creators that just because it’s cold out, it doesn’t mean the beverage menu has to be focused on aged spirits. He suggests looking for something a bit unexpected that still fits the time of year. He also finds inspiration in the kitchen and tries to incorporate the same or similar ingredients into his beverage menus, which could be done at a craft brewery or distillery as well. This not only makes for great pairings, but it also supports the use of peak produce and seasonal ingredients.

  While he enjoys using such flavors as saffron and truffles, for example, Röllich said that when working with big, rich flavors, “You don’t want one note to take over the whole drink.”

  He joked that truffles in particular “don’t play nice with everything, so you really have to think about it and how much you use them.”

  Beyond flavor, cocktails should entice the other senses as well, beginning with the eyes. Röllich enjoys the beauty, realness and vibrancy of natural colors sourced from carrots, beets and parsley that scream “please drink me.”

four different cocktails lined up in front of table of christmas greenery

  “You won’t need a fancy glass, because the ingredients are talking for you,” he said, but he advised: “The tricky part is that the colors and flavor fade over time.”

  Look at ways to keep the natural beauty alive without compromising the flavor or the integrity of the ingredients to ensure the last sip is as eye-catching and fresh as the first.

  Cocktail pairing menus are a popular draw for restaurants, distilleries and craft breweries, particularly during the holiday season. For Röllich, a successful pairing begins by breaking down the food menu completely… right down to basic salt and pepper.

  “Every herb, spice and ingredient that goes into the dishes matters. From there, I work backward to build the cocktails and see what bridge I can build,” he said. “When you look at pairings, there are two ways you can go. You can match the flavors that are already in the dish and go with that, or you can look at the ingredients and think about what complements it rather than repeating it.”

  Finding a balance in texture, mouthfeel and how the drink moves with the food is key to perfect pairings.

With 2026 on the horizon, many establishments in the hospitality industry, from craft breweries to distilleries, turn to the trends to entice current customers, bring in new clientele, and capitalize on what’s hot. One way to do this at the top of the year, particularly with Dry January in mind, is to offer mocktails.

  “More guests are taking breaks from alcohol or just quitting drinking altogether,” he said. “What I like about that is it pushes you to be more creative within the limits given to you.”

  Röllich believes that beyond specific ingredients and liquors, the biggest trend for 2026 will be a focus on the hospitality experience overall, with budget as a major contributing factor.

  “I think the focus will keep shifting more and more towards details and giving guests the full hospitality experience, from the moment they walk in until the moment they leave,” he said. “Trends come and go, but what really matters is how the experience you offer your guests makes them feel. Guests are also becoming more price-conscious. It’s essential to make sure what’s in the glass is thoughtful and worth it for the guest to return and feel good about our transaction.”

  Genuine hospitality, the reason many craft brewers, distilleries and restaurateurs get into the industry in the first place, never goes out of style. With more and more options out there, it’s crucial to give guests a reason to come back and to tell their friends about a specific establishment.

  This comes down to offering something they can’t get anywhere else, according to Röllich. This can be evident in the details, for example, serving Triple Sec or Cointreau…or making in-house scratch-made orange liqueur.

  “That uniqueness, the commitment to doing something extra, is what sets a bar program apart,” he said. “It sounds so much easier than it is. Commitment and execution are everything.”

  Whether serving up a festive holiday spirit this season or concocting a one-of-a-kind mocktail for Dry January to help guests maintain their New Year’s resolutions, the core of this business remains rooted in providing something special, something unique that builds a memory and creates a connection. Serving that mentality will always be met with cheers — regardless of what is in the glass.

  Christiaan Röllich began his career in the hospitality industry at the age of 15. As his passion took shape, he found himself working for Suzanne Goin at Lucques, considered the No. 1 restaurant in Los Angeles at the time. His interest in building a bridge between the kitchen and the bar grew as he spoke with farmers at local markets about fresh produce, hung out in the kitchens where he worked to engage with chefs, and reinvented cookbook recipes to make syrups and liqueurs. He is the author of “Bar Chef: Hand Crafted Cocktails,” which features 100 original recipes. His passion continues to inspire his endeavors, and he attributes his success to surrounding himself with like-minded people.